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Fruberica in How it's done:

"We want to keep surprising consumers with new greenhouse vegetables"

Fruberica has been active as a chain partner in the Dutch fruit and vegetable sector since 1999. "We have clients in the retail, industry, wholesaler, export, and hotel, restaurant, and catering sectors," says Michael Holslag on the Dutch TV show, How it's Done. He is the Managing Director at Fruberica. "We want to show consumers how complex the chain is."

This episode of the Dutch TV network, RTL, aired on Saturday. The crew paid a visit to Fruberica. Fruberica is a greenhouse importing business. The company has branches in the Netherlands and Almeria, Spain. "The climate in Almeria makes it very well suited to glasshouse cultivation. This region has grown into the largest glasshouse cultivation area in Europe," says Michael.

"We want to surprise consumers with new products continuously. To do so, we are always on the lookout for new products and varieties," says Account Manager, Vincent Roeleveld. "Quality is also very high on our agenda. A lot of attention is paid to packaging too."

"We set up a 5-star Premium Line a few years ago. We have 30 different products running in this packaging. The packaging consists of a neutral chain box. It is not linked to any supplier or brand," Vincent continues.

Fruberica's greenhouse vegetables go to clients in the Netherlands. However, they do land up in Europe, the Middle East, the United States, and the Caribbean too. They are brought to those regions via exporters.

Blueberry growers, Sil Moonen and Nautilus Organic, also appeared on the How it's Done episode. There will be more information about these businesses in tomorrow's newsletter